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TODAY'S OTHER NEWS

70% of agents fail to use video or a YouTube channel for marketing

Seven in 10 agents fail to use video or YouTube to assist in their marketing according to an analysis by free-to-list portal Residential People.

The research looked at over 3,000 agency websites and the results prompted the portal’s co-founder and director Christopher May to describe video-sharing network YouTube is arguably “one of the best” social media platforms for increasing an agency’s online presence. 

"Our research highlighted that commercial agencies were the worst offenders, with only 1 in 10 using YouTube to promote their brand and their properties to let and for sale" he says.

Of those agencies with a dedicated YouTube presence, many upload only one or two videos.

"This leads us to believe agents do not put enough emphasis on this type of marketing. As we evolve as a portal, we want to introduce agents to more features that they can use to get a better online presence with easy-to-use tools that can help reduce their advertising costs” says May.

Residential People says that much of the portal sector’s strength comes from using sophisticated SEO techniques which are typically kept ‘secret’ by SEO specialists and website developers who charge customers heavily for their expertise.

However, May says his service and its facilities like an automated video generator can help agents raise their online profile for lower costs.

He cites an early adopter of the portal for marketing - Belvoir Leicester Central.

"We have had our eyes opened by the residential team who are well-trained and the advice we got from them was second-to-none," says local Belvoir franchisee Sharanjit Gill.

"When it came to rethinking our marketing and SEO strategy going forward, the portal's marketing tools helped us tremendously. [Its] toolset allowed us to deliver a more compelling offering and appeal to more potential customers and clients" says Gill.

May says with the estate and lettings agency industry going through unprecedented change, in the shape of the lettings fee ban and the likelihood of increased regulation through qualifications and licensing, it’s imperative that individual firms improve their online presence.

"To minimise the risk to your business, it is crucial that you cut your cloth accordingly, and most importantly, try and win new instructions and become more profitable” he suggests.

"Profitability can come from several avenues, but one of the simplest ways to achieve this is by offering your customers excellent service and increasing your online presence.”

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    'Seven in 10 agents choose not to use video or YouTube to assist in their marketing'. Fixed it for you.

    Show me ANY agent who has more than a couple of dozen subscribers and the same number of videos uploaded....GO!

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    I agree with you property pundit.

    We tried marketing (over a year) on youtube and rarely got any hits. I don't think property tours are viral enough. Plus youtube is undergoing massive changes as is the rest of what Google currently offers for free, it is same as Facebook and soon there will be big bills to pay for the privilege. Watch this space.

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    I am just not sure about videos, we have made a bucket load for our properties, about our town, etc and 75% of them get a 3 second view at best, most of the rest of our "viewers" turn off before 10 seconds with only a handful (probably staff and family) actually watching the whole thing. I am all for modern estate agency however; I am not sure that this is the way ahead for all of us... just yet anyway.

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    I was a digital marketer before I set up my own agency, we use video to feature/show off properties not only does it give the client who is selling a sense of 'advantage' advertising with us but many times under the address name - our youtube videos appear on Google.

    I agree not all videos will get thousands of hits but if its something that takes just a few minutes of your time and you have the time and resources - why not?

    In a way, I'm happy other agents haven't caught onto this yet.

  • Paul Barrett

    If I see a listing on RM etc I would much prefer to also see a video of the property inside and out.
    Wouldn't care if it was a shaky mobile video.with a possible associated commentary taken at the same time.
    Has to be better than your usual 14 photos.
    It gives the viewer a far better sense of what the property is about.
    The video doesn't have to be to Hollywood standards!!!
    Just whatever a normal mobile can manage is more than sufficient.

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